Volume : 2, Issue : 7, July - 2013

Role of Packaging for Enhancing the Sales Appeal

Sahil Mahajan, Rahul O Vaishya, Anurag Gupta, Veejhay Dholle

Abstract :

The purpose of this paper is to study the role of packaging and packaging design for enhancing the sales appeal of t the product. This research utilized a focus group methodology to understand consumer buying behaviour toward good packaging and how packaging elements can affect buying decisions. Also the aim of this research is to know the relationship between independent variable and dependent variables. The research is based in city beautiful Chandigarh (U.T, India). The packaging is the most important factor. The consumer buying behaviour is dependent on the packaging and on its features. Packaging elements like Packaging color. Buying Behavior, Background Image, Innovation, Brand Image, Shape/Size, Printed Information and Material . is taken as predictors. Due to increasing self–service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behaviour is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision.